This story is part of a series about how marketers for sports teams and leagues around the world approach social media strategy.

There’s no hard feelings between the New York Mets and anyone who’s waited on line for a beer or a hot dog instead of watching Pete Alonso hit a home run.

In fact, from the eclectic food choices to dedicating a seat in the stadium to McDonald’s mascot Grimace, the team puts a lot of effort into the entertainment options at Citi Field beyond baseball.

That may be because Mets execs know that those people who enjoy taking in a baseball game every once in a while, those who are there more for the vibe of being at a ballpark on a summer day than for the on-field action, are perfect candidates for conversion into full-time fans—especially Gen Z and Gen Alpha.

“I think the goal is always, ‘How can we get these fans in our ballpark to see the experience and make them baseball fans?’” Bobby Clemens, the Mets’ VP of creative content, told Marketing Brew. “We want these young kids wearing Mets gear and making it cool to be a Mets fan, but ultimately, we want them to come to the park and see that there’s so much more to offer.”

Continue reading here.—AM

Netflix’s shows and movies feature young rising stars like Jenna Ortega and Sadie Sink, but the company itself is older than your favorite Gen Z pop singer (yes, we googled it—Tyla is 23).

The streaming juggernaut, which is 27 years old, first opened its doors ahead of the turn of the century, and it’s gone through nearly as many reinventions as there are seasons of Grey’s Anatomy (20 seasons of which are available to watch on Netflix). After it got its humble start sending DVDs through the mail when it first debuted in 1997, the company revolutionized the entertainment industry when it entered the streaming arena in 2007, giving consumers a taste of what it was like to have access to movies, shows, and more without a cable subscription or a Blockbuster card.

Now, with its aggressive push into advertising and its increasing global footprint, could Netflix stand to do it all over again?

“They took the principle of global distribution to a new level,” Eric Schmitt, VP analyst at Gartner, said. “And I think that let them race ahead of a lot of the other competitors and alternatives.”

Continue reading here.—JS

Not everyone who picks up a golf club can make it to the Masters, as Bill Murray’s character famously fantasizes about in Caddyshack. For its debut brand campaign, though, indoor golf and entertainment company Five Iron wants everyone to know that even if they’re no Rory McIlroy, they can still have a good time on the green.

The campaign, called “It’s All Good Form,” includes a two-minute spot that shows a variety of golfer personas, from a man looking to take some frustration out after work to a group of friends enjoying happy hour to a couple on a first date, all at Five Iron.

“Teeing it up at Five Iron isn’t about the right or wrong way,” comedian and golf personality Hannah Rae Aslesen says in the spot. “Here, you play as you see fit.”

Golf brands have traditionally struggled with golf’s somewhat elitist image, and in recent years, have made some efforts to broaden the sport’s appeal. For Five Iron, that perception became apparent in its market research leading up to the campaign, according to CMO Jed Lewis, and was one that the brand wanted to challenge.

“We found a lot of these stigmas and barriers and hurdles for folks to participate or come to a Five Iron, and a lot of them had to do with accessibility of just being like, ‘I’m not that good,’ or, ‘I don’t know of anyone I could go with,’ or, ‘I’m gonna embarrass myself,’” he told Marketing Brew. “It’s something we’ve always done, providing accessibility and lots of access points for a lot of different types of people, not just hardcore golfers, but I don’t think we’ve ever explicitly shown it until this moment.”

In addition to addressing some of the general hangups people might have about hitting the links, Five Iron is aiming to boost its own brand awareness among everyone from avid golfers to those who might have better luck as groundskeepers.

Continue reading here.—AM

Over the past 25 years, megamergers have reshaped the media landscape. From AOL/Time Warner to Amazon’s purchase of MGM, consolidation has changed everything from advertising dynamics to content delivery. But as tech giants dominate, is a reckoning ahead? Explore the ongoing evolution of media mergers and their impact on advertising.